I’ve previously touched on the importance of defining your brand’s purpose, not just its promise, and how to achieve brand consistency. The third core element of a brand strategy I’d like to discuss now is emotion.

‘I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou

The Building Blocks of a Formidable Brand Strategy

Emotion is one of the best ways to differentiate your brand. I believe emotional storytelling is where the future of branding is going. Standing out from the crowd and getting recognized isn’t always about having a unique product or service. It’s oftentimes how your brand experiences make people feel that’ll resonate.

Creating an Emotional Brand Loyalty

What emotions do you wish to invoke in your employees, customers, and followers? For many, that’s creating a sense of community. The key is to provide people with an opportunity to feel like they’re part of a larger group. They have a sense of belonging. At the end of the day a phone is a phone, but why do people flock towards Apple more so than Microsoft? I’ll let you answer that one.

But it can also take on other forms. Some brands want to make you feel empowered, confident, inspired.

After you have defined your brand’s purpose and worked to be consistent in everything you do from messaging to imagery and going above and beyond in delivering on the promise, emotions naturally will flow from that.

How are you going to tell your brand’s story in an emotional way? Over the past few years, more brands have recognized the importance of associating their brand with positive emotions. The quote I shared above from Maya Angelou is a prime example of this concept. People are hardwired to remember how they were made to feel.

The best way you can implement emotional storytelling is to share a vision of how your brand positively impacts the lives of others. Every day people are interacting with your brand whether you’re directly aware of it or not.


Define Your Brand’s Purpose, Not Just Its Promise. Building better brands begin first and foremost with defining your brand purpose and how you will go above and beyond just delivering a promise. Read more

Building a Better Brand: Why Consistency Matters. Brand consistency is a core element of a formidable brand strategy. How do you achieve consistency? Let’s discuss! Read more

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About Steven Eastlack

Steve Eastlack is a Content Marketing Strategist and writes articles related to content marketing, social media marketing, and brand strategy on his blog – eastlackmedia. He works for Surefire Local, headquartered in Tysons, VA and holds degrees in Marketing Management and Psychology from Virginia Tech. Through the use of developing a content strategy, writing monthly editorial calendars and content, and performance reports, Steve helps to build audience and awareness for brands across all digital platforms. When he’s not busy with work, you can find Steve either watching a movie or sporting event or writing for his blog.